In Brief: Tom's of Maine

Executive Summary

Tom's of Maine: Gains American Dental Association seal of acceptance for its Cinnamint, Fennel and Spearmint flavors. The toothpastes will begin carrying the logo in October, and regional radio ads highlighting the ADA seal, developed by New York City-based McCabe and Co., will begin the week of Aug. 21. Upcoming ads in dental journals will mark the first time Tom's has used professional publications to market its products. Tom's, which is in the process of gaining ADA approval for five other fluoride toothpastes, also worked with ADA to craft a definition of "natural" for toothpaste claims...